Salvaging Slacktivism

Why Awareness Counts in Social Media Activism

Abstract

The emergence of slacktivism, or easy online activism through social media, has been critiqued by some scholars who claim it fails to mobilize or effectively create change, while others contend it promotes awareness. In this essay, Holcomb assesses the claims of both groups, and while she agrees that social media activism is a problem when seen as an end result that prevents people from further meaningful support, it can function as a source of “value alignment.” Because social media activism creates awareness, it can allow people to come into contact with a cause and to decide whether or not that cause is one that is in line with their values—thus getting more people involved in a more meaningful way.